Brand Personality Dimension for Islamic Educational Institution

This study explored the factors influencing brand personality that can be used in Islamic education institutions. The general dimension of brand personality is first dialogued with Islamic teachings. The research used a qualitative method with a literature approach and qualitative content analysis. The primary data were journal articles from reputable publishers and libraries online; Elsevier, Springer, Emerald, SciELO, Scientific Journal Publishers Limited


Introduction
The brand is one of the factors that influence the existence of Islamic education institutions. 1 Therefore, it needs serious attention from government stakeholders, the community, and academics focusing on education. Several studies prove the influence of brands on education, such as community trust, 2 community satisfaction, 3 and commitment. 4 Therefore, educational institutions need to do branding to communicate their goal and what they have achieved. Some studies focus on factors that influence brands, such as Rutter, who revealed that this influence of social media could increase university brands, 5 another study also showed the impact of social media on university brands, so it is recommended that universities maximize social media to strengthen their brands. 6 University brand image, service quality, and trust mediated by university reputation affect student satisfaction. 7 Chen's research in Taiwan shows that brand image positively affects brand loyalty; brand image and pleasure can also influence recommendations to other students. 8 Corporate brands can increase differentiation and positioning. 9 Brand loyalty is also influenced by brand image, where brand communication affects brand trust directly or indirectly through brand image. 10 Customers prefer a positive image and reputation; another study tried to link corporate social responsibility with brands; research findings showed that CSR has positively affected brand reputation, brand equity, and brand loyalty on public and private campuses directly and indirectly. 11 Other studies that link location with a brand with location results can also improve university brands, especially in the corporate customer brand attractiveness, 12 positive reputation, benchmark position, high evaluation from friends and teachers, unique image, and high service efficiency. 5  Given a large amount of empirical evidence of the influence of brands on organizations, Islamic education Institutions also need to adopt branding management to continue to improve the quality, quantity, and trust of the community, so its existence is increasingly required. Brand personality is among the crucial aspects of a brand because it is associated with and adopted from human personality factors. This factor is quite interesting because humans in Islam are the best creatures created by Allah SWT. So what is in humans is also interesting to discuss and even be used as an example. Human personality has its uniqueness that is not owned by other creatures. Therefore, this study focuses on brand personality that Islamic education institutions can use. In the discussion, the dimensions and aspects of brand personality revealed by researchers will be dialogued with Islamic teachings; if there is a match, these dimensions or aspects will be used as findings of this study. This action was carried out because there are still very few articles on education practitioners or research results that specifically discuss brand personality for Islamic educational institutions. Brand personality also increases public trust, 13 positively impacting community commitment and support for educational institutions.
The significance of this study is due to the many advantages of brand personality for educational institutions, including 1) Institutional distinction. This distinction is crucial because educational institutions face more intense competition, which fuels competitiveness for the best students. With its qualities and traits, brand personality may help identify an educational institution from others. Following the institution's beliefs and culture, educational institutions might use their distinctive identities to attract potential students. 2) Brand personality may influence general impressions and images. The perception and image of educational institutions in the eyes of likely students and the community are shaped by brand personality. How people perceive and understand educational institutions can be influenced by the traits and qualities associated with brand personality. For instance, educational institutions may project an image of progressivism and change readiness by developing brand personas that are inventive, energetic, and future-focused. Brand personality may also facilitate building of emotional bonds between educational institutions and students, parents, and stakeholders. An educational institution can inspire loyalty, engagement, and a sense of identity when it possesses relevant and desirable qualities to its target audience. Institutions with brand identities that reflect their beliefs and objectives will have a stronger emotional bond with their students and parents. After all, a strong and relevant brand personality can generate loyalty and support from students, parents, alums, and other interested parties, which in turn can enhance support from the community.
Islamic educational institutions are establishments of higher learning that provide curricula that emphasize Islamic principles, Islamic religious doctrines, and students' overall development within an Islamic framework. Madrasahs, Islamic schools, Islamic boarding schools, and Islamic colleges are examples of Islamic educational institutions. Individuals representing Islamic religious beliefs work at Islamic educational institutes in the context of Islam, simplicity, justice, holiness, and a spirit of learning. They frequently promote teaching the Quran, leading worship, and engaging in other religious rituals as essential components of a student's educational experience.

Methods
This study type was library research. This study was categorized as qualitative research because the researcher was a key instrument. Data collection techniques in this study were documentation. There were two data sources; primary and secondary data.
Primary data in this study were journal articles from an online database using Publish or Perish, selected Google Scholar, and use three main keywords; brand personality, dimensions of brand personality, and brand management in higher education. The selection process of journal articles refers to the publisher and library online (Elsevier, Springer, Emerald, SciELO, Scientific Journal Publishers Limited, and accredited national journal with second rank) and the number of citations. That was done to ensure the credibility of the primary data source.
The result was ten articles most appropriate to this study's purpose; Aaker on the   21 Ghufron on Islamic branding (0 citations), 22 and brand personality dimensions by Bosnjack et al. (421 citations). 23 Meanwhile, the secondary data is scientific work in addition to the ten journal articles in the form of journal articles and books related to this study's purpose. The analytical method used qualitative content analysis (QCA) to describe and meaning systematically. 24 This method was used to analyze the concept of brand personality dimension and its relevance to Islamic educational institutions. 25

Brand Personality
Brand personalities are the bonding of brand emotions to brand benefits as the basis of brand differentiation. This emotional bond will form its image for the public a brand.
Brand personality is the specific mix of human traits that may be attributed to a particular brand. Furthermore, Kotler and Armstrong said brand personalities combine human characteristics that can be applied to a brand, including sincerity, excitement, competence, sophistication, and ruggedness. 26 Brand personality is a term that reflects the way a brand or product is perceived as a living entity with specific characteristics or traits by consumers and users. Brand personality can be defined as a combination of elements, attributes, and qualities that are consistently associated with a brand, which sets it apart from other brands in the minds of consumers. Brand characteristics that include brand personality can be seen in various elements, such as advertising, packaging, logos, and product design. A brand with a clear and consistent personality can help create a strong brand identity, building the trust of stakeholders of educational institutions.
This brand personality has six dimensions: prestige, sincerity, appeal, lively, conscientiousness, and cosmopolitan. 27 The indicators of each dimension are as follows; 1.

Prestige
Brand prestige is a form of evaluative assessment that transmits high or low status and is influenced by one's life experiences, knowledge of the market, and awareness of rival brands. So a product with a more significant quality based on the way of life, the level of experience, and the luxury connected with a brand are said to have brand prestige. Highprofile educational institutions are often based on a variety of variables. Teaching-related variables are among them; educational institutions with high prestige hire lecturers and professors with training backgrounds, academic reputations, and knowledge in their subjects.
Furthermore, elite educational institutions provide a curriculum that is distinct from that of lower-level schools. Prestigious educational institutions have curricula that can address problems pertinent to society's and the corporate world's demands.
Alums of the university have also been fortunate to land their dream jobs. The accomplishments of these former students will inevitably boost the educational institution's reputation and influence how the public views it. Another element is a specialized section conducting innovation and research to guarantee that educational institutions can react 27  precisely and effectively to advances. Some of these factors serve as indicators of an educational institution's reputation.
The prestige dimension affects the reason for studying abroad. In other aspects of life, this dimension also impacts consumer selection. 29 Islamic education, which already has a good name in the community, greatly benefited from its position, which has gained the community's trust because of its achievements.
Quality issues always affect an educational institution's marketability. The institution's success and reputation rely heavily on the standard of instruction, the infrastructure and facilities, the teachers and students, and the learning process results. The higher the selling value and interest in enrolling in a school of higher learning, the more qualified graduates are generated. On the other hand, low quality produces low graduate quality. It also has an effect on common interest and absorption into educational institutions.
Enhancing the quality of education encompasses all parts of the educational process, from input to output, rather than just one. Developing effective management characteristics is one of the criteria for such advancement. Any institution, including educational institutions, can produce top-notch performance and output if management has been correctly executed.

Sincerity
Sincerity is an English word with the definitions of honesty and sincerity.

"Abdullah reported Allah's Messenger (may peace be upon him) as saying: It is obligatory for you to tell the truth, for the truth leads to virtue and virtue leads to Paradise, and the man who continues to speak the truth and endeavors, to tell the truth, is eventually recorded as truthful with Allah, and beware of telling of a lie for telling of a lie leads to obscenity and obscenity leads to Hell-Fire, and the person who keeps telling lies and endeavors to tell a lie is recorded as a liar with Allah. This hadith has been reported to the authority of A'mash with the same chain of transmitters. No mention is made in the hadith transmitted on the authority of 'Isa (of these words):" He who endeavors to tell the truth and endeavors to tell a lie," and in the hadith transmitted on the authority of Mushir (the words are):" Until Allah records it."
Sincerity in a brand refers to honesty and sincerity displayed in all facets of the brand's relationships, activities, and communication. 32 In other words, brands communicate their commitments or values and constantly live up to them in their interactions with customers, staff members, and the general public. A brand that exhibits high sincerity works hard to build a positive reputation and is dedicated to living up to the ideals and principles it promotes. The production process may be transparent, ecologically friendly materials can be used, customers' criticism is heard and honestly addressed, good customer service is given, and promises are kept. Strong trust between brands and customers is also fostered through sincerity in brands. Customers are more likely to be interested in and devoted to brands they are sincerely concerned about and dedicated to their interests. Long-lasting connections with customers enhance a brand's reputation and long-term success if it conveys its message and core values honestly and sincerely. Sincerity has helped Islamic educational institutions develop a positive reputation in the community. 33 Therefore, this is one of its impacts. Educational institutions can develop a reputation as dependable, trustworthy, and dedicated providers of high-quality education if they regularly live up to the principles they promote. Additionally, it boosts public confidence. Strong trust among students, parents, and society may be developed by an educational institution that is authentic in its objectives and ideals. As a result, prospective students and parents may utilize the consistency displayed by academic institutions as a sign of a positive reputation and make them their top choices when selecting a school.
Sincerity affects character development and motivation as well. If students believe the institution is genuine in its attempts to give a quality educational experience, they will be more motivated and engaged in learning. Sincerity and honesty provide a supportive learning atmosphere, foster mutual trust, and inspire pupils to work hard. 34 Institutions of higher education that encourage sincerity and honesty can significantly impact students' moral principles and character development. They may educate pupils on the value of morality, ethics, and responsibility in all facets of life, which will serve as the foundation for their personal and professional growth. Sincerity enhances the bond between an institution and its stakeholders, including students, parents, teachers, and any outside parties impacted by its honesty and sincerity. To achieve desired educational goals, open and honest communication makes continual collaboration, trust, and support possible. It is crucial for educational institutions because it fosters a favorable reputation, a sense of confidence, high levels of student participation, and the development of moral character. This benefits the institution's reputation, students' academic progress, and connections with significant education stakeholders.

Appeal
The quality or service that can draw in stakeholders is what is meant by the appeal concerning attractiveness. The request varies from institution to institution, mainly if the sociocultural context is diverse and is tied to addressing the demands of stakeholders of Islamic educational institutions. Every scenario is unique and calls for a unique strategy. The Lively in Islam is highly recommended. A person is encouraged to have a cheerful and bright face when meeting with his fellow Muslims. The brand of Islamic education institutions can certainly adopt this trait to bring cheerfulness. A bright and sunny appearance is one of the good deeds that also has a good impact on people who see it.
Muslims are encouraged to be cheerful and pleasant, as referred to in the hadith narrated by or science organizations that compete at the regional or national level. The character of life might differ from educational institution to educational institution; it is crucial to study the particular educational institution to comprehend its personality and culture fully.

Competence
Brand personality competency is the capacity to create and preserve distinctive qualities linked to a company's brand. 40 Brand personality refers to the qualities and characteristics associated with a brand that help stakeholders and the brand form an emotional bond. Brand attributes, consistency, inventiveness, communication, and responsiveness are all considered in this competition. Their distinguishing features can be used to pinpoint their characteristics. To its stakeholders, the brand will convey this quality. Additionally, educational institutions can leverage community-recognized brand consistency elements, including alum experience, communication style, and visual presentation. Creative educational institutions can also be utilized to gauge brand competence. Indirectly, educational institutions must be able to evaluate and assess the success of their brand character. Additionally, effective brand management and communication skills are needed for this campaign. 41 Islamic education institutions must also be able to respond to changes and developments so that they can work together to strengthen the institution's brand profile and capacity to adapt to the shifting demands and preferences of stakeholders. The public can continue to find brands engaging and relevant thanks to these characteristics and competencies. Building and maintaining a robust and competitive brand identity for Islamic education institutions requires strategic thinking, creativity, and communication abilities.

Responsibility, Openness
Responsibility is an essential and mandated brand personality dimension for all Muslims. Researchers have also tested this dimension. 42 Responsibility is a must for Islamic education institutions, even the responsibility not only in the world but until the end. The responsibility of Islamic education institutions is undoubtedly not only to teachers, students, and the community but also for the problem of inner happiness, which is the purpose of Islamic Education. Responsibility is also related to openness. 43 In many ways, educational institutions' vulnerability will affect public trust so that, in the end, they get high support and a sense of belonging.
Responsibility and openness are commendable attitudes highly recommended by Islam as the hadith is often associated with that exemplary; every one of you is a shepherd and is responsible for his flock. The leader of the people is a guardian and is responsible for his subjects. A man is the guardian of his family, and he is responsible for them. A woman is the guardian of her husband's home and his children and is responsible for them. The servant of a man is a guardian of the property of his master, and he is responsible for it.
Educational institutions have many duties, including giving students a high-quality education, fostering a welcoming and inclusive learning environment, developing pertinent and thorough curricula, facilitating the holistic development of students' potential, providing adequate resources, promoting creativity and innovation, and preparing students for their future lives and careers. One of the guiding principles is the openness of educational institutions, where the institution pledges to give transparent access to information, including parents and the community, in the educational process and welcome input and comments from all parties. Information on academic policies, prices, and student accomplishment results is part of an educational institution's transparency. 46 Additionally, it entails open lines of communication between educational institutions, learners, parents, educators, and the larger community. Educational institutions may increase the quality and accountability of education by being transparent. They can also develop great collaborations.

Conclusion
Islamic educational institutions can adopt dimensions of brand personality following Islamic teachings: Sincerity, responsibility, competence, lively, ruggedness, emotion, and openness. Each dimension has its elements that can be used as indicators. It is expected that Muslim education experts will measure every indicator adjusted to Islamic teachings so that Islamic education institutions can use the dimensions and indicators of brand personality to improve their quality and service. Given the importance of the brand to Islamic Educational Institutions, they should prioritize this issue as it has a significant impact on development and progress.